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Home / Product companies / IV · Enterprise SaaS and software / Martech / Loyalty and rewards platforms
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Loyalty and rewards platforms Paying the customer to come back, through points, tiers and rewards Take the running shoes from Market Segment 13.1 one last time. You bought them in the end. At the billing counter, the shop asked for your phone number and signed you up for its loyalty programme. Now every purchase earns you points. Spend enough in a year, and you move up to a higher tier, with bigger discounts. And when a friend signs up using your link, a gift card arrives on your phone.

Industry Vertical 13, Martech, ends here, where the customer has already been found and now has to be kept. Loyalty is the part of marketing that pays the customer to come back. The same idea shows up in many places:

  • the points on an airline's card
  • the discount a supermarket gives its regular customers
  • the gift card that arrives when a friend you referred signs up
  • the voucher a salesperson earns for hitting a target

Loyalty has become a data business as much as a rewards one. A loyalty programme is also the only reliable record of who bought what.

India built two of the companies here for the world: Capillary for retailers, and Xoxoday for rewards. And one of the largest engineering centres here belongs to a British retail-science company, dunnhumby, in Gurugram.

Every company named here has posted software engineering jobs in India. Famous companies that don't actively hire software engineers in India are left out.

This Market Segment has two sub-segments:

The programme and the science: the platforms that run points and tiers for retailers and airlines, and the company that reads the data those programmes produce The rewards: the catalogues, gift cards and incentives that customers, partners and employees are paid in

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Two more sections are on this page: The programme and the science and The rewards. Sign in to read them here, in full.

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  • The programme and the science
  • The rewards
 The programme and the science Loyalty management platforms, customer science, loyalty analytics, retail media

Back to the shoe shop's loyalty programme from the start of this Market Segment. Someone has to run the points and the tiers. And someone has to read what the programme records: every basket, from every member. Studying that record to understand customers is called customer science.

Each purchase earns points and moves the member towards a higher tier, and the record of every basket lets a customer-science company set prices, promotions and ranges and sell retail media.Each purchase earns points and moves the member towards a higher tier, and the record of every basket lets a customer-science company set prices, promotions and ranges and sell retail media. dunnhumbyis the customer-science company that built the analysis behind Tesco's Clubcard loyalty card. It now sells the same analysis to retailers around the world. It reads every basket that a loyalty card records. From that, it helps the retailer decide the prices, the promotions and the ranges, meaning which products each store stocks. Its newest product is a retail-media platform. Through it, brands buy advertising aimed at the retailer's own shoppers, inside the retailer's app and website. dunnhumby's Gurugram centre is one of its largest. (dunnhumby also appears in Market Segment 27.2, Retail pricing and merchandising analytics, in Industry Vertical 27, Retail tech.) Kobiesells a loyalty platform, and designs loyalty programmes, for American banks, airlines and retailers. Kobie hires in Bengaluru. Capillary Technologieswas founded in Bengaluru, and hires there. It is the largest Indian-founded loyalty company. It sells loyalty programmes, a customer data platform and customer engagement to retailers and brands. (More on customer data platforms in Market Segment 13.3, Customer data platforms (CDP) and identity resolution.) It sells across Asia and the Middle East and, since buying Kognitiv, in North America too. Loyalytics AIa small Bengaluru company, sells loyalty analytics and personalisation to retailers in the Gulf. Personalisation means giving each member offers based on what that member buys. Giiftalso in Bengaluru, sells a loyalty-management system. It also runs an exchange, through which points earned in one loyalty programme can be spent in another. The loyalty card as an advertising network.

The data that loyalty programmes collect at the billing counter has turned retailers into media owners. They sell brands the chance to advertise to the retailer's own shoppers. This is called retail media. dunnhumby's Sphere is the clearest example of a loyalty business becoming an advertising one. (More on buying advertising in Market Segment 34.1, Ad buying platforms (DSPs) and ad networks, in Industry Vertical 34, Adtech.)

 The rewards Rewards and incentives platforms, gift cards, reward catalogues, channel and employee incentives

Back to the gift card that arrived when your friend signed up. This sub-segment is about paying rewards like that one.

Xoxodaywas founded in Bengaluru, and hires there. It sells a rewards and incentives platform. From one global catalogue of gift cards, experiences and cash payouts, a company can reward three groups of people:
  • its customers
  • its channel partners, the dealers and shops that sell its products
  • its employees

Xoxoday also sells an employee-recognition product, for thanking and rewarding staff. (Because of it, Xoxoday also appears in Market Segment 12.9, Employee engagement and performance management software, in Industry Vertical 12, HR tech.)

 The Reward Storea small Bengaluru company, presents itself as a rewards and gifting vendor. From one catalogue of gift cards, experiences and cash payouts, Xoxoday lets a company reward its customers, its channel partners and its employees.From one catalogue of gift cards, experiences and cash payouts, Xoxoday lets a company reward its customers, its channel partners and its employees.

Two companies here are covered mainly in other Market Segments. One of them, Blackhawk Network, has more engineering jobs in India than any other company in this Market Segment.

Blackhawk NetworkMost reward programmes pay out in gift cards and digital payouts. Blackhawk Network runs the infrastructure that issues and distributes them. Its Bengaluru centre is among its largest. (More on Blackhawk Network in Market Segment 17.6, B2B payments and spend management, in Industry Vertical 17, Payments.) Plum Benefitssells a benefits-and-perks product for employees. Perks are extras that an employer offers its staff on top of their pay. (More on Plum Benefits in Market Segment 12.3, Benefits administration software, in Industry Vertical 12, HR tech.) That is how the shoe shop keeps you coming back. A loyalty platform runs your points and your tier. A customer-science company reads what you buy. And a rewards platform pays for the gift card that arrived when your friend signed up.
Who they hire

Who these companies hire, and for what, is on What martech companies hire for.
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